Part 2: Internet Marketing Dimensions

These are measures of all variables and names of the variables in data analysis. In this section of the questionnaires all the items scale are nominal and form of answers is Yes or No consistent with Sigala (2003). According to Angehrn & Meyer, (1997) each dimension of internet presence is further classified in terms of its technical sophistication (simple or advanced) and level of customization (low or high). They argued that sophistication reflects the degree to which specific characteristics of the underlying medium or dimension of the ICDT model are exploited, and customization reflects the degree to which the internet is used to provide individualized products and services to users. As stated in Chapter three of the study, High or low sophistication/transformation is used to indicate technical sophistication and level of customization. The letter “L” or “H” is added to each item to indicate that the variable is of Low or High sophistication depending on the extent which the item exploiting the interactivity and connectivity capabilities of the internet. However all the aspects in the Customer relation dimension are classified as high sophistication because to make use of them, requires the exploitation of advanced internet tools